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Региональная Политика Продвижения Бренда Территорий: Детерминанты Инвестиционной Привлекательности

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Цель статьи - исследование факторов, оказывающих влияние на инвестиционную привлекательность регионов. Мы предположили, что (1) нематериальные атрибуты бренда оказывают статистически значимое влияние на инвестиционную привлекательность региона; (2) надежность региона как нематериальный атрибут бренда не оказывает влияния на инвестиционную привлекательность региона; (3) престиж региона оказывает наибольшее и статистически значимое влияние на инвестиционную привлекательность среди нематериальных атрибутов бренда; (4) продвижение региона как нематериальный атрибут бренда влияет на инвестиционную привлекательность региона; (5) на иностранные и отечественные инвестиции оказывают влияние одинаковые факторы. Для проверки этих гипотез было проведено эмпирическое исследование, которое позволило отдельно оценить влияние материальных и нематериальных факторов бренда территории и показать, какие мероприятия региональных и муниципальных властей по продвижению территорий наиболее значимы для привлечения различных групп инвесторов. Исследование проводилось на выборке открытых данных по 83 регионам России за период с 2010 по 2013 г., всего 332 наблюдения. С помощью факторного анализа характеристики регионов, рассматриваемые как материальные и нематериальные атрибуты бренда территории, были объединены в независимые переменные, а характеристики инвестиционной привлекательности позволили сформировать четыре зависимые переменные. Оценка полученных четырех регрессионных моделей выполнена с использованием двух типов эконометрических моделей (с фиксированными и случайными эффектами). В результате исследования были подтверждены гипотезы (1), (2) и (4); гипотеза (3) подтвердилась частично; гипотеза (5) не подтвердилась. Полученные результаты исследования могут быть использованы государственными, региональными и муниципальными властями при формировании стратегии продвижения территорий.

Suggested Citation

  • Жукова Н. Ю. & Цыкарева Е. В., 2017. "Региональная Политика Продвижения Бренда Территорий: Детерминанты Инвестиционной Привлекательности," Вопросы государственного и муниципального управления // Public administration issues, НИУ ВШЭ, issue 4, pages 173-206.
    • Handle: RePEc:scn:vgmu00:2017:i:4:p:173-206
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